These helpful tips come from editor of our local paper The Picton Gazette Adam Bramburger. These tips can be applied to any press release for any media outlet.

There’s a simple format that I teach reporters and people writing press releases to follow that I’ll pass along. This format should help them get the media’s attention. I think most people have watched the movie Austin Powers and remember my favourite character, Fat Bastard and his catch phrase “Get In ma belly.” Well, if they remember Get INMA, you’ll be set.

INMA to me, is an acronym with all the pertinent questions the media needs to know.

I – The Issue

Simply put, tell us what you’re about in a single sentence with focus – somebody doing something for a reason. That’s enough to build a story on right there.

N – What’s New

We need a hook to tell us what makes what you’re doing different than anything that hasn’t happened before and why it is timely right now for us to be there.

M – What it Means

We need to know why the average joe, whether they’re superbly interested in the arts or not should care that this development happened. Give some context to let us know the broader hopes of what you want to accomplish.

A – What’s Ahead

This is where you make sure you relate to the community what they can do with relation to your event or project — get in the dates, prices, phone and e-mail whatever — and maybe leave them looking forward to things that will happen in the future.

Other things to consider:

1. Contact by email and phone (usually on the same day). Mention that you have sent an email or that you phoned earlier and that you are following up to ensure everything was received. Adam mentions that Wednesdays are the WORST days to try and get in touch with him, consider asking other media representatives the best or worst day to contact them.

2. Don’t clog up your press release with bios and photos. Keep it simple. Send all the additional information as added attachments.

3. Think about timing. It is best to send in a story two weeks before your event. This way the media can plan and have time to get your information out there.

4. Adam would like to reveal a press release myth, that media would rather have press releases or articles written by someone else and submitted in full to save time. For the Picton Gazette it is the exact opposite. They employ many reporters and journalists and they would much rather give them the job of writing about your event, putting together an interview and writing an article for the paper.

5. When you are drafting your press release for the media consider what they generally feature in their paper/magazine/website. The Picton Gazette enjoys featuring local artists who are engaging with the public, doing something interesting and different and enriching the community.

6. Always consider sending a one-line summation. Sometimes it might be a good thing to send as a subject line, as a headline on a press release or as a bold note.

7. It is always a good idea to give the time, date, and place in a simple to find manner.